Taking the ball, he reaches up, grabs the rim, bends it downward and pops the ball through. He then marches over to the cooler, which is empty. An admiring boy holding a bottle of Pepsi smiles up at him, but when Shaq bends down and reaches for it, the boy quietly says "Don't even think about it."

The spot, voted best in the category, ends with Shaq begging for a sip of the Pepsi and the boy responding with a shake of the head.

Coca-Cola Co.-Coca-Cola: "Lyric Logo" (Creative Artists Agency; In-house; :60). A dazzling visual display. Traditional Coca-Cola script logo on red disk background transmutes into myriad color patterns in a series of quick cuts that alternate with the printed lyrics of the lilting "Always Coca-Cola" song of the current campaign (see Craft categories winners below).

Coca-Cola Co.-Coca-Cola: "Polar Bears" (Creative Artists Agency; Rhythm & Hues; :30) Arctic animation. Polar bears sit on the ice watching the northern lights, let out a collective sigh of pleasure, then all pop the caps on their bottles of Coke. Spot closes with closeup of one of the bears with a beatific smile on its face.